In the last 5 years, the Croatian IT industry has grown three times faster than Croatia's total GDP. It is obvious that this is a very specific industry that is developing in a separate way, quite specific compared to the rest of the economy of the Republic of Croatia. Poorly regulated and almost uncontrolled by the state government, left to further development almost exclusively by internal stakeholders of the industry, it manages to welcome almost 500 new companies and about 2000 new employees every year. The thesis in the very beginning touches on macro marketing, a modern holistic concept of marketing within which it is possible to connect it with the IT industry. However, most of the work is based on the mentioned IT industry, where the basic terminology and specifics of the industry on a global scale are explained, as well as the specifics of the workforce within it. The biggest problem of the industry, both foreign and domestic, is the disproportion between supply and demand in the labour market, and this paper will try to answer the questions of how and why, but also seek solutions. All this was explained with the aim of touching on the development of the IT industry in the entire Republic of Croatia, and then in lower units of local and regional self-government such as Osijek-Baranja County, and ultimately the city of Osijek. IT industry was presented and explained as the backbone of the further development of the Republic of Croatia, and on that track, empirical qualitative research was conducted in the form of interviews whose respondents are three Osijek directors in companies in the local IT sector. The aim of the interview is to gather a review of entrepreneurs on the real market situation and through them to confirm the supporting theories and the results of relevant research used throughout the paper, in order to form a concrete and credible conclusion to the thesis. The direct impressions of the surveyed entrepreneurs are aimed at simplifying the reader's understanding of the observed issues and putting the reader in perspective from the point of view of the real sector.